277
Chapter 11 Selling the Bank
Review Your Knowledge
On a separate sheet of paper or in a word processing document,
match the following terms with the definition that fits best.
@- l‘qjdshmf
B. rapport
C. event-based selling
C- otakhbhl‘fd
D- s‘qfdsl‘qjds
F. word-of-mouth advertising
G. advertising
H. promotion
I. market segment
J. cross-selling
1. Customers tell others about their experience with a specific business.
2. Marketing strategy that encourages bank representatives to contact a
customer when an event occurs.
3. Process of introducing a product or service to the consumers who
can purchase it.
3- @bshuhsxsg‘shmbqd‘rdrbnmrtldq‘v‘qdmdrrne‘oqnctbs-
4- Anmcneltst‘ksqtrs-
5- Dmbntq‘fdrdwhrshmfbtrsnldqrsnatxmdvoqnctbsrnqrdquhbdr
based on their previous purchases.
7. Group of consumers that share common wants and needs.
8. Made up of the ideas and opinions that people have about a
business.
8- @bshuhsxsg‘sb‘kkr‘ssdmshnmsn‘oqnctbsnqrdquhbd-
10. Market segment that will be the focus of the marketing strategy.
On a separate sheet of paper or in a word processing document,
‘mrvdqd‘bgnesgdenkknvhmfptdrshnmr-
00- Cdrbqhadsgdcheedqdmbdadsvddm‘mddc‘mc‘v‘ms-
12. What distinguishes the members of a market segment from other
consumers?
13. Name an event that could encourage a bank representative to contact
a customer using event-based selling.
14. What are four aspects of a positive public image that banks strive for?
04- Vgdmcndrbtrsnldqrdquhbdadfhm